The European Commission has opened an investigation into Amazon’s use of AI-powered dynamic pricing tools, amid allegations of anti-competitive behaviour. Regulators believe the tools may have unfairly undercut competitors by predicting pricing strategies in real-time.
Amazon has denied wrongdoing, stating that its systems are designed to offer customers better deals. However, consumer rights groups argue that such tools can be misused to manipulate market outcomes.
With digital commerce rising in India, Bangladesh, and Southeast Asia, the EU’s investigation could set regulatory precedents for e-commerce watchdogs across these regions.
